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During the 1920s and 1930s, local actors in the Arab Eastern Mediterranean encouraged tourism not only in order to foster economic growth, but also to present their countries to an international audience. In British Mandate Palestine, tourists were confronted with the competing narratives of both Arab Palestinian and Zionist actors. This paper identifies the vocabularies these two groups adopted in reaching out to tourists. Arab Palestinian actors emphasised historical continuities, multi-religious coexistence and local traditions, producing narratives for a future Palestinian nation and countering imperialist allegations of an ‘empty’ Palestine. Zionist actors, by contrast, advertised the modernity of ‘New Palestine’. Ultimately, the Palestinian vocabularies of history and tradition proved inadequate compared to a Zionist approach that used vocabularies of transformation in order to direct tourists to strategically relevant places, thereby fostering the implementation of a Zionist state.

Palestinian past, Zionist future: vocabularies of tourism in Mandate Palestine